Newsstand

July 27, 2011
The New Tool – SMS Marketing and Customer Relationship Management [DMA11]

Just because SMS marketing is one of the latest customer relationship management tools to emerge doesn’t mean that business decision makers have any excuse not to get a couple of ground rules down pat before launching a full-on campaign. SMS marketing may seem like a simplistic customer relationship management method, but there’s more than meets the eye here.

One of the most important things you’ve got to keep in mind is that simply because there aren’t yet any spam filters available for text messaging, doesn’t mean you won’t get flagged as spam and filtered out the “old fashioned” way. How would a customer do that? Easy. By receiving your SMS messages, determining that they’re either irrelevant or coming at far too high a frequency, and opting out or ignoring them altogether. Once this happens, this is about as bad as any spam email blacklist you could find yourself on.

So what’s the best way to step gingerly through the minefield of SMS marketing? Don’t try to figure it all out on your own, that’s how. Learn some effective techniques from the experts and from others in your field who’ve been there, done that, and made mistakes along the way. One of the best ways to do that is to attend the DMA2011 Conference and Exhibition in Boston this October. This weeklong event will give you a crash course in a variety of marketing techniques, and give you a chance to peek into the future of digital and direct marketing. Visit www.dma11.org for more information.

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